GB995 Guidebook on 360 Degree View of a Customer R17.5.1

A 360-degree view of a customer refers to the ability to assemble information, which describes the customer from various angles. This comprehensive view facilitates advanced analysis in order to gain additional insights about the customer from all angles.

This guidebook not only extends the concepts of experience journeys, it also defines terminology that is useful within the wider scope of the model. These definitions are made in alignment with other work at TM Forum including the Business Process Framework (eTOM) and Information Framework (SID).

In this release: the introduction section was re-written to reflect today’s needs and Part D: Internet of Everything Experience was added to GB995 R17.5.1. A revised and augmented lifecycle model was added; there is a focus on the use of analytics based on the lifecycle model; a new aspect for customer experience management is now customer sentiment, and the introduction of inanimate Things as users alongside persons being users is introduced.